Taxi-hailing app Hailo has been renamed mytaxi following a merger between the two groups, which creates Europe’s biggest e-hailing app. A wide-ranging nationwide OOH campaign planned by Vizeum and PML announced the name-change.

“The first thing you’ll recognise is that the mytaxi app looks really familiar, the colour scheme is still the same – and the ‘Irishness’ that leant to the success of Hailo here is still visible, ” mytaxi’s General Manager in Ireland, Tim Arnold said.

This Irish feel was maintained with some very witty taglines by Guns or Knives.

Formats of note in Dublin included East Link Toll Domination, Bridges on Ballybough & North Strand Roads and a 240 Sheet in Ranelagh. A moving mechanical arm was added to a Golden Square on Cuffe Street to give the old app a proper send off.

Commenting on the merger, mytaxi CEO Andrew Pinnington said: “The mytaxi focus is on combining knowledge of what our customers need with real-time data to help our passengers move freely within the cities we service.

“We look to work in harmony with our drivers, and the cities and countries in which we operate to facilitate better movement in challenging and congested urban environments.”